What attracts international visitors to Japan? Unraveling the Appeal of Japanese Culture Through Data

The image shows Nanako Okawa's "Mt. Fuji"

 

Watching YouTube and social media, I often come across videos of foreign visitors to Japan expressing surprise at the food, the cleanliness of the cities, the punctuality of trains, and the attentive service of store staff. While there may be some exaggeration and intentional staging to attract views, it is undeniable that the interest in Japan extends beyond temporary trends, especially considering that the number of foreign visitors in 2025 set a new record.

So, where do these foreign visitors actually come from, how long do they stay, and what do they spend their money on?
Let's start by looking at the data, rather than impressions.

※ The number of foreign visitors to Japan discussed in this article is based on estimates published by the Japan National Tourism Organization, and the travel consumption expenditure is based on confirmed figures from the Japan Tourism Agency.

 

Record-High Number of Foreign Visitors to Japan

According to estimates from the Japan National Tourism Organization (JNTO), the number of foreign visitors to Japan in 2025 was 42,683,600. This represents a 15.8% increase from the previous year, significantly surpassing the previous record set in 2024. The Japan Tourism Agency estimates that foreign visitor spending in 2025 reached 9,454.9 billion yen. This is a 16.4% increase from the previous year, also indicating a very large scale.

※ The per capita travel expenditure by the Japan Tourism Agency is an indicator targeting "general visitors" excluding cruise ship passengers. Therefore, it does not directly align with the total travel expenditure divided by the total number of foreign visitors.

It is important not to lump all foreign visitors together.

Some come frequently for short periods from nearby countries, while others use long vacations to tour various parts of Japan. Some enjoy shopping, while others experience Japan through its food, accommodation, and transportation itself.

 

Where do they come from?

Looking at the number of visitors by country/region, nearby Asian countries account for a large proportion. Meanwhile, visitors from Europe, North America, and Oceania, such as the United States, Australia, the United Kingdom, France, and Germany, are also increasing their presence.

According to JNTO's estimates, in 2025, the United States surpassed 3 million visitors annually for the first time, and Australia also exceeded 1 million for the first time. This indicates that demand for visiting Japan is expanding beyond Asia to include Europe, North America, and Oceania.

Looking solely at the numbers, South Korea, China, and Taiwan have a very strong presence. However, this does not mean that "interest in Japan is skewed towards Asia."

While the number of visitors from Europe, North America, and Oceania is not as high as from Asia, they tend to have longer stays and higher per capita spending in Japan.

 

Japan's popularity based on numbers differs from its popularity based on consumption.

Looking at the number of visitors to Japan, the focus is on nearby Asian regions such as South Korea, China, Taiwan, and Hong Kong. However, in terms of consumption, the United States and Australia stand out, and in terms of per capita spending, Germany, the United Kingdom, Australia, France, and the United States are among the top.

 

 

It's important to note that per capita expenditure generally does not include international airfare between the visitor's home country and Japan.

This means that the high expenditure of visitors from Europe, North America, and Oceania is not due to expensive airline tickets to Japan. Rather, it is because they have longer stays in Japan, leading to accumulated expenses for accommodation, food and drink, domestic transportation, and experiences.

 

 

In other words, it is necessary to distinguish between countries that send many visitors and countries where visitors stay longer and spend more.

While Japan's cultural appeal might seem concentrated in Asia when looking solely at visitor numbers, a closer look at length of stay and per capita expenditure reveals substantial interest from Europe, North America, and Oceania as well.

 

What do foreigners spend their money on in Japan?

Looking at foreign visitor travel expenditure in 2025 by item, accommodation fees are the largest component, followed by shopping expenses and food and beverage expenses.

 

 

Inbound consumption used to be often referred to as "explosive shopping" (bakugai). Of course, shopping still accounts for a significant portion of spending.

However, the data shows that foreign visitors are not just spending money on shopping in Japan. They are staying in inns, eating meals, walking around cities, riding trains, moving between regions, experiencing things, and buying products along the way.

They are not just experiencing Japan as a tourist destination, but also the everyday life that makes up Japan.

 

How foreigners enjoy Japan varies by country.

Even among foreign visitors to Japan, their approach to Japan differs by country and region.

 

 

For travelers from South Korea, Taiwan, and Hong Kong, Japan is relatively close and easy to visit even for short breaks. For travelers from Europe, North America, and Oceania, however, it is a special destination that they travel a long distance to visit.

This difference shows that Japan is not being consumed as a single image.

For some, Japan is a place to enjoy shopping and dining. For others, it is a place to stay for a long time and explore cities and regions. For still others, it might be a place to engage with anime, manga, design, crafts, architecture, or art.

 

What will 2026 bring?

For 2026, official annual results are not yet available. Here, we will look separately at preliminary figures and private sector forecasts that are currently available.

According to JNTO, the estimated number of foreign visitors to Japan in April 2026 was 3,692,200. Although this was a 5.5% decrease compared to the same month last year, partly due to the Chinese government's advisory against travel to Japan, it was the highest monthly figure for 2026, and the cumulative total for the period up to April has exceeded 14 million for two consecutive years.

 

 

According to preliminary figures from the Japan Tourism Agency for January-March 2026, foreign visitor spending was 2,337.8 billion yen, a 2.5% increase compared to the same period last year.

 

 

According to private forecasts, JTB estimates that the number of foreign visitors to Japan in 2026 will be 41.4 million, with inbound consumption reaching 9.64 trillion yen. While the number of visitors is expected to be slightly lower than in 2025, consumption is projected to show a slight increase.

 

 

What this forecast suggests is that inbound tourism in 2026 may not see the kind of significant growth experienced in 2025, but rather enter a mature phase while maintaining high levels.

Moving forward, it will be increasingly important to look beyond just the increasing numbers and focus on who is visiting, where they are staying, and what they are spending their money on.

 

Foreigners are looking beyond just tourist attractions.

When thinking about why foreigners are attracted to Japan, the first things that might come to mind are Kyoto, Mount Fuji, temples and shrines, hot springs, sushi, ramen, and anime.

Of course, these are major entry points. However, it feels like there is also interest in more everyday things.

 

 

Things like clear station signage, well-stocked convenience stores, polite wrapping and packaging at shops, clean streets, and seasonal products naturally arranged in stores.

Even scenes familiar to Japanese people can appear fresh and new to those from overseas.

The Japan that foreigners see is not just about famous tourist spots. It includes food, tools, cities, services, transportation, packaging, the feel of paper, colors, seasonal nuances—all the minute details of daily life—which are perceived as part of Japan's unique character.

 

Interest in Japan cannot be measured by travel alone.

The people interested in Japan are not limited to those who actually visit the country.

According to the Japan Foundation's 2024 survey, the number of Japanese language learners overseas is 4,000,750. This number has increased since the previous survey, indicating a broadening base of people learning Japanese.

 

 

The reasons for learning Japanese vary. For some, anime and manga are the gateway, while for others, it's work, studying abroad, travel, or cultural understanding.

What's important is that interest in Japan is not limited to a desire to travel. There are people who learn the language, read stories, listen to music, watch videos, and try to get closer to Japanese life and society.

 

Anime and manga are expanding from "things to watch" to "things to decorate with."

Looking at Japanese popular culture, its spread becomes even clearer.

According to the Japan Animation Association, the anime industry market in 2024 reached a record high of 3,840.7 billion yen. Of this, the overseas market accounted for 2,170.2 billion yen, exceeding the domestic market (1,670.5 billion yen).

 

 

Of course, this market is centered around video distribution, licensing, and character merchandise. However, consumption related to anime is not limited to just watching it.

In addition to goods like figures, cards, and acrylic stands, posters, tapestries, reproduction original drawings, and cels are also handled in specialty stores and secondhand markets.

Japanese expressive culture is expanding from things seen on a screen to things held in hand and things displayed in a room.

 

Japanese Culture Remaining in Daily Life

Things bought while traveling retain memories of that place.

Some items, like food and daily necessities, are consumed and disappear.
On the other hand, items like ceramics, fabrics, postcards, and paintings remain in one's room and life even after returning home.

The Japan that foreign visitors see may be broader than we imagine.
It includes not only traditional culture and tourist attractions, but also food, cities, tools, packaging, the texture of paper, colors, seasonal nuances, and even the small aesthetics found in everyday life.

Considering this, Japanese culture is not necessarily found only in special places.
Station announcements, products lined up in stores, carefully wrapped sweets, a single card picked up during a trip.
Japan's unique character is expressed even in such familiar things.

Paintings and art are also one such example.
By being placed in one's daily life, they connect travel memories and feelings experienced in that place to everyday life.
There, a space exists where culture and daily life intersect, in a way slightly different from museums and galleries.

What emerges through the eyes of foreigners is not just the image of Japan appreciated from overseas.
It also shows that even in the everyday life that we ourselves have grown accustomed to, there are things perceived as characteristics of our country.

Perhaps Japanese culture will once again become visible to us through an external perspective.

 

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